What Can Copywriters Learn From Dating?

by TomAndrews 4 replies
Face it.

When it comes to dating, looks matter.

Or at the very least, how you present yourself matters.

If someone doesn't find you attractive to look at, nine times outta ten, they're never gonna go out with you.

Blunt? Yes.

But truthful? Absolutely.

And here's the thing...

When it comes to your sales copy, or any copy for that matter, a similar principle applies.

I read a recent post by Mike Samuels - "66 Tips for Better Copy"

(Great read, by the way. Check it out on Mike's Facebook.)

Anyway, his tenth point was super-interesting. Mainly because it's something a lot of copywriters forget:

"Readability matters. If it looks shit, it doesn't matter how great the copy is."

You see, when it comes to writing high-converting copy, your first task is this:

Make sure your ideal prospect reads it.

That's it.

After all, if they don't read it, they're not gonna buy from you.

Just like you will never get the chance to show someone your "great personality", if they're not attracted to you in the first place.

Make sense?

Good. Let's move on.

HOW TO GET MORE PEOPLE READING YOUR COPY

I get it.

You're probably worried. You're thinking, "How on earth do I make sure my ideal prospects read my copy?"

It's a good question. And there's a couple of things you need to do.

1. Write A Great Headline

Look:

I could spend hours going over sales headlines. They're vital.

But, because I've written other posts showing you how to write great headlines, I'm not gonna cover it in much detail here.

Though I will say this:

You MUST know your market.

You have to know what problems they're facing. You have to know their pain points. You have to know what drives them.

If you do, then writing headlines isn't difficult.

Though if you don't?

Then your headline's probably gonna suck.

Moving on.

2. Make Your Copy Easy-On-The-Eye

Here's where the dating comparison comes into play.

If your copy isn't "attractive" to look at, then people aren't gonna read it.

And why should they? They're busy. In their minds, they have far more important things to do with their time.

Plus there's so many distractions around; Facebook, Google, smartphones, t.v, you name it.
Distractions everywhere.

And if people take one look at your copy and think, "this looks hard to read," then I've got news for ya:

They're not gonna read it.

Simple.

WHY PEOPLE IGNORE GREAT COPY

"But my copy's AMAZING!" I hear you cry.

"And it's something that will really benefit my prospects. Surely they will read it even if it isn't appealing on the eye, won't they?"

Let me be straight:

No they won't.

Remember, in the dating world, someone's gotta find you attractive to look at before anything else matters.

Sure, personality comes into play. Heck, in the long run, it's way more important than looks.
But people judge looks first.

Anyway, you need to see your written words as the "personality" part of your copy. They're vital - but only after people have judged the "look" of your copy and have decided they're gonna read it.
So how do you make your sales copy look appealing?

First, when writing online, keep your page margins a decent width. Don't let your copy fill the whole screen.

You see, white space is attractive. It makes things easy to look at. And you get more readership.
Second, again when writing online, use short paragraphs. 1-3 sentences. Like this one.

And the third thing you can do?

USE SUB HEADINGS

Why?

Couple of reasons.

The first is from a pure "looks" stand-point. It helps create more white space. And it makes things easier to read.

However, there's actually another reason you wanna use sub-heads. And if you're not already doing so, this is gonna be a game-changer.

Excited?

Good. You should be.

Anyway, most people won't actually read your copy word-for-word. Instead, they skim it. They wanna get to the main point to make sure your message is relevant to them.

And that's a problem.

Why? Because you want your prospects to devour every last word of your copy, in the same way a Monk would the Bible.

But fear not, ye squire.

There is a way around this. And it's where sub-heads come into play.

See, you need your sub-heads to sum up the story you are trying to tell the reader. Why? Because when people skim through your copy, they WILL read the sub-heads.

Then, if they like what they see, they'll likely go back and read the whole thing.

Meaning you can get your whole sales message across in all its glory.

But if your sub-heads DON'T sum up your story, then your reader won't have any real idea, as to...

A) What you're selling...

B) How it works...

And...

C) Why he should buy it.

And they'll just click the "x" at the top of the page. Goodbye potential customer.

Moral of the story?

Use the "white space" on a page.

Use short paragraphs.

And definitely use sub-heads.

Tom Andrews

PS- Remember, if your copy isn't easy on the eye, people won't read it.

I've already given you 3 powerful ways to make sure it does look appealing. And you know what? Here's another:

Use photos.

Ideally, people who look like your ideal prospect.

For example, if you wanna attract axe-wielding serial killers into your business, then use axe-wielding serial killers in your photos.

If you wanna attract old men who dress up as women, then use photos of old men who dress up as women.

You get the idea...

Anyway, if you do this, your prospects will take one look at your sales letter and think "That person in the photo looks like me. I guess I should be reading this, myself."

And you know what this means?

They'll be more likely to buy.
#copywriting #copywriters #dating #learn
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  • Profile picture of the author GordonJ
    Originally Posted by TomAndrews View Post

    Face it.

    When it comes to dating, looks matter.

    Or at the very least, how you present yourself matters.

    If someone doesn't find you attractive to look at, nine times outta ten, they're never gonna go out with you.

    Blunt? Yes.

    But truthful? Absolutely.

    And here's the thing...

    When it comes to your sales copy, or any copy for that matter, a similar principle applies.

    I read a recent post by Mike Samuels - "66 Tips for Better Copy"

    (Great read, by the way. Check it out on Mike's Facebook.)

    Anyway, his tenth point was super-interesting. Mainly because it's something a lot of copywriters forget:

    "Readability matters. If it looks shit, it doesn't matter how great the copy is."

    You see, when it comes to writing high-converting copy, your first task is this:

    Make sure your ideal prospect reads it.

    That's it.

    After all, if they don't read it, they're not gonna buy from you.

    Just like you will never get the chance to show someone your "great personality", if they're not attracted to you in the first place.

    Make sense?

    Good. Let's move on.

    HOW TO GET MORE PEOPLE READING YOUR COPY

    I get it.

    You're probably worried. You're thinking, "How on earth do I make sure my ideal prospects read my copy?"

    It's a good question. And there's a couple of things you need to do.

    1. Write A Great Headline

    Look:

    I could spend hours going over sales headlines. They're vital.

    But, because I've written other posts showing you how to write great headlines, I'm not gonna cover it in much detail here.

    Though I will say this:

    You MUST know your market.

    You have to know what problems they're facing. You have to know their pain points. You have to know what drives them.

    If you do, then writing headlines isn't difficult.

    Though if you don't?

    Then your headline's probably gonna suck.

    Moving on.

    2. Make Your Copy Easy-On-The-Eye

    Here's where the dating comparison comes into play.

    If your copy isn't "attractive" to look at, then people aren't gonna read it.

    And why should they? They're busy. In their minds, they have far more important things to do with their time.

    Plus there's so many distractions around; Facebook, Google, smartphones, t.v, you name it.
    Distractions everywhere.

    And if people take one look at your copy and think, "this looks hard to read," then I've got news for ya:

    They're not gonna read it.

    Simple.

    WHY PEOPLE IGNORE GREAT COPY

    "But my copy's AMAZING!" I hear you cry.

    "And it's something that will really benefit my prospects. Surely they will read it even if it isn't appealing on the eye, won't they?"

    Let me be straight:

    No they won't.

    Remember, in the dating world, someone's gotta find you attractive to look at before anything else matters.

    Sure, personality comes into play. Heck, in the long run, it's way more important than looks.
    But people judge looks first.

    Anyway, you need to see your written words as the "personality" part of your copy. They're vital - but only after people have judged the "look" of your copy and have decided they're gonna read it.
    So how do you make your sales copy look appealing?

    First, when writing online, keep your page margins a decent width. Don't let your copy fill the whole screen.

    You see, white space is attractive. It makes things easy to look at. And you get more readership.
    Second, again when writing online, use short paragraphs. 1-3 sentences. Like this one.

    And the third thing you can do?

    USE SUB HEADINGS

    Why?

    Couple of reasons.

    The first is from a pure "looks" stand-point. It helps create more white space. And it makes things easier to read.

    However, there's actually another reason you wanna use sub-heads. And if you're not already doing so, this is gonna be a game-changer.

    Excited?

    Good. You should be.

    Anyway, most people won't actually read your copy word-for-word. Instead, they skim it. They wanna get to the main point to make sure your message is relevant to them.

    And that's a problem.

    Why? Because you want your prospects to devour every last word of your copy, in the same way a Monk would the Bible.

    But fear not, ye squire.

    There is a way around this. And it's where sub-heads come into play.

    See, you need your sub-heads to sum up the story you are trying to tell the reader. Why? Because when people skim through your copy, they WILL read the sub-heads.

    Then, if they like what they see, they'll likely go back and read the whole thing.

    Meaning you can get your whole sales message across in all its glory.

    But if your sub-heads DON'T sum up your story, then your reader won't have any real idea, as to...

    A) What you're selling...

    B) How it works...

    And...

    C) Why he should buy it.

    And they'll just click the "x" at the top of the page. Goodbye potential customer.

    Moral of the story?

    Use the "white space" on a page.

    Use short paragraphs.

    And definitely use sub-heads.

    Tom Andrews

    PS- Remember, if your copy isn't easy on the eye, people won't read it.

    I've already given you 3 powerful ways to make sure it does look appealing. And you know what? Here's another:

    Use photos.

    Ideally, people who look like your ideal prospect.

    For example, if you wanna attract axe-wielding serial killers into your business, then use axe-wielding serial killers in your photos.

    If you wanna attract old men who dress up as women, then use photos of old men who dress up as women.

    You get the idea...

    Anyway, if you do this, your prospects will take one look at your sales letter and think "That person in the photo looks like me. I guess I should be reading this, myself."

    And you know what this means?

    They'll be more likely to buy.
    Billy Joel, Sly Stallone, and Seal would disagree. In fact, your side of the pond thinks:

    Why ugly men always attract the prettiest women | Daily Mail Online

    As for your article on more specious copy advice:

    Glenn Osborne actually teaches UGLY copywriting. Hard to even look at copy. And he does pretty, pretty, pretty well at it.

    I disagree with much of this article.

    GordonJ (ugly old man)
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    • Profile picture of the author TomAndrews
      Okay, I should have said "excluding people with fame and/or money".

      People MUST be attracted to you. Denying that is crazy.

      But, of course, attraction is subjective. I'm 5'7. Some women can't look beyond that and they're not attracted to me.

      Yet others are.

      But the ones who aren't initially attracted will never magically fancy me, no matter the words that come out of my mouth.

      Of course, by what I say in my third line, you'll see I understand the importance of presenting yourself well.

      Maintain good posture, wear clothes you feel great in, stay in good physical shape, and people will find you more attractive.

      Anyway, back to copywriting...

      I appreciate your point. Heck, for emails, I definitely prefer plain text over "pretty" HTML.

      But for sales letters? Why would you not wanna use white space and sub-heads etc? I can understand it when writing a magazine/newspaper ad because of limited space, and you wanna get as much copy in there as possible.

      But when you have unlimited room, why wouldn't you want to make it as readable as possible?

      Interested to hear your answer.

      Tom (hobbit)
      Signature

      Let's connect on Facebook because it's always good to meet fellow marketers. Send me a friend request: https://www.facebook.com/tom.andrews.7927

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  • Profile picture of the author Mark Pescetti
    Man, have you ever studied seduction and pickup?

    Looks actually don't matter.

    So much of what you're talking about are extremely dated tips.

    As for headlines...

    I hope you're not spending hours on them.

    I just converted a 7-figure launch with...

    "Stay tuned for a free presentation."

    Thanks Mark...

    I mean, Tom.

    Mark
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    • Profile picture of the author TomAndrews
      Yes, but I prefer studying "real life" more.

      And how many times do you walk down the street and see a couple who are miles apart in terms of physical attractiveness? (Excluding famous and/or rich people, I will add.)

      Very rarely.

      As for your headline, that's an awesome outcome. Good job.

      Tom
      Signature

      Let's connect on Facebook because it's always good to meet fellow marketers. Send me a friend request: https://www.facebook.com/tom.andrews.7927

      {{ DiscussionBoard.errors[11052936].message }}
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